Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Strategy Briefing

Cider in Western Europe

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About This Report

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Cider in Western Europe is being shaped by premiumisation, health and wellness, and fruit trends. To resonate with consumers, brands are innovating in form of low/non-alcohol cider, new flavours, premium cider and sustainable packaging. The positive health associations of cider (perceived natural and lower in alcohol) is benefiting demand for cider. Cider is expected to grow modestly over the forecast period. Yet, there are untapped opportunities from countries growing rapidly from a small base.

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Key Findings

Untapped regional opportunities

Western Europe is the world’s largest cider market and its volumes are heavily concentrated in the UK, which represents 71% of the region’s volume. While the UK is expected to see moderate growth due to maturity, other Western European countries that are growing rapidly are attractive propositions to exploit.

Premiumisation

Changing attitudes towards drinking are shifting focus from quantity to quality. Interest in quality of ingredients, heritage and unique experiences increases. Cider players are innovating through premium offerings evident in their packaging through more sustainable packaging options such as cans.

Health and wellness impacts cider

Healthy living encourages brands to innovate through propositions that resonate with the mindful drinker, including low/non alcohol cider which sees high demand, and low calorie variants. Consumers’ concern towards naturalness, and moderating alcohol, calorie and sugar intake increases. Cider’s positive associations with natural flavours, low alcohol content, and vegan and wheat intolerance suitability are benefiting sales. These health and wellness factors will benefit cider sales over the forecast period and non-alcohol cider has potential to bridge a social gap by attracting alcohol abstainers.

Fruit cider gains popularity

Demand for fruity cider increases as consumers are willing to experiment with new and different flavours. Fruity cider is expected to benefit cider sales over the review period. The naturalness of cider is an advantage over other drinks that use synthetic flavouring.

Gender parity

Cider has an even gender appeal. Hence, women can be a key driver in cider’s growth. The fruity flavours of cider, combined with greater future disposable income gives scope for more socialisation and drinking opportunities, boosting volumes. Cider’s challenge remains in appealing to older demographics as its main base are younger consumers.